Tech Briefs: ABC Intros Vast ITV Effort

Nov 15, 2004  •  Post A Comment

In conjunction with a new Microsoft and Intel marketing campaign (TelevisionWeek, Nov. 8), ABC last week introduced its most aggressive slate of interactive applications ever. Interactivity is integrated into ABC’s “Extreme Makeover: Home Edition” show on Sundays, sister network ESPN’s “Sunday Night Football” and ABC’s Tuesday night comedies. The network kicked off the campaign last week with “Extreme Makeover: Home Edition.” The interactivity is designed to work on the Microsoft Media Center so viewers can watch TV on the media center computer. ABC is also offering two-screen interactivity between the computer and the TV. The “Extreme Makeover: Home Edition” and “Sunday Night Football” interactivity will run through Christmas.

Bravo HD Becomes Universal HD

NBC Universal will relaunch its Bravo HD+ service Dec. 1 as “Universal HD,” marking an expansion of the channel’s content and a big bump in programming hours from 150 to more than 700 per year. Universal HD will consist of new additions like unedited and uninterrupted films, including “Backdraft,” “Back to the Future,” “Billy Madison” and “Jaws,” as well as series such as Sci Fi’s “Battlestar Galactica,” USA’s “The District,” NBC’s “Law & Order: SVU” and USA’s “Monk.”

Content’s the Ticket for DVR Ads

The best way to use TiVo or other digital video recorders for advertising is to create content or unique channels for DVRs, rather than try to jam a brand’s message into a five-second spot that’s too short to be skipped, said Dave Evans, strategy director of integration services at branding agency GSD&M during a panel session at last week’s Ad:Tech conference in New York. “The idea of somehow weaseling in there and getting this impression and this hit is the wrong way to think about [advertising] on TiVo,” he said. Mr. Evans added that he has worked with clients such as Charles Schwab and the PGA Tour to create entertaining content for the personal video recorder platform.

KNTV to Install New Transmitter

NBC-owned KNTV in San Francisco will finally be able to restore service to the 400,000 people who have not been able to watch the channel for the past three years. When KNTV jumped from serving the Monterey-Salinas, Calif., designated market area to the San Francisco DMA, it was able to reach most of the viewing area. In March the station plans to install a new transmitter that will allow it to reach the entire DMA. The transmitter is the final piece of the puzzle in KNTV’s plan for the San Francisco market since it became the NBC affiliate three years ago during one of the most significant affiliation changes in recent years. Later this month it will move into a new facility boasting the latest digital equipment.